A few years ago, if someone wanted to learn about your organization, they probably visited your website or asked a friend for a recommendation.
Today, many people skip those steps entirely.
They open ChatGPT, Gemini, or Claude, ask a question, and read the answer. That becomes their first impression.
ChatGPT surpassed 800 million weekly active users in 2025, while Google has integrated AI-generated answers directly into search results through AI Overviews. Research from Bain & Company found that roughly 80% of consumers now rely on zero-click search results for at least 40% of their searches, meaning many people are getting answers without ever visiting a website.
If your organization is only focused on what appears in traditional search rankings, you’re missing a big influence on brand discovery.
A brand’s own sites only comprise 5 to 10 percent of the sources that AI-search references. Instead, AI platforms draw from a broad and diverse array of sources. The organizations showing up most consistently in AI-generated responses are creating a steady stream of trusted signals through earned media, executive visibility, thought leadership, authoritative content, and third-party validation.
An organization may be highly respected within its industry yet rarely appear in AI-generated recommendations. A company may have evolved its services or positioning, but AI may still surface outdated information. Competitors with stronger media visibility or more active executive voices may appear more frequently, regardless of who has the better product or service.
That’s why we created the AI Reputation Risk Assessment.
The assessment helps organizations understand how well they are positioned for AI-driven discovery and where visibility gaps may be affecting credibility, discoverability, and market perception.
In just a few minutes, you’ll get a clearer picture of the signals AI is likely using to evaluate your organization.
Because whether you’re actively managing them or not, those signals are already affecting how AI describes your brand.
